The Gap Between Lining And Nike And Adidas

In the face of the weak market, Lining chose a discount and became a poison that he had to use.

Lining believes that inventory is a permanent topic. In fact, inventory is not Lining's inventory, but the whole industry's inventory, not even the inventory of the industry, but the inventory of the entire Chinese manufacturing industry. Over the past ten years, Sports brand Growth is very good, the number of participants is increasing, capital is invested in this area, personnel are investing in this area, other resources are invested in this industry, so there is an excess. Because of overcapacity, the discount has become the poison we have to take. As time goes by, I believe that both our company and industry will digest inventory. In the past, Chinese people still lacked supplies. When the living standard of Chinese people improved, the market would have greater purchasing power.

It seems that Lining came to an era of excess from a lack of time.

The surplus does not mean that all the needs have been met. In fact, this demand can be upgraded. In the past, a sportswear came into the kitchen and could be used as a casual wear. But now it has begun to subdivide. According to different sports, different ages and different regions, there are different functional needs of different products. Some need functionality, others need culture, others need practicality. In fact, these subdivision needs have not been truly satisfied.

Catching up with Nike and Adi has always been Lining's goal. Now, the distance has not been narrowed.

What is the gap between Lining and Nike and Adi?

Ding Juchang, a brand marketing expert, can see from the analysis of the status of the three in the consumer, first of all, the brand status has been reduced.

A high point of Lining's brand was in 2008. The founder Lining flew on the opening ceremony of the Olympic Games. Lining's brand status was at a high point. In 2008, there were 5000 stores and soon opened to 8000 stores. .

Although the whole industry grew faster, with the background of the country at that time, Lining flew the brand status to a higher position in the opening ceremony of the Olympic Games.

It's very simple. People go up high and water flows downwards. When the overall strength of quality, technology and enterprise is in the leading position in the industry, the brand has a sense of prestige and a sense of leadership, that is, the leading position. In the leading position, the brand is full of seduction to the target consumers and has the right to speak in the market. Cultivating and building brand prestige and sense of leadership can substantially enhance brand power rather than publicize minor product characteristics.

After the London Olympics, Lining did not have a new bright spot. Compared with several international brands, the brand status was reduced. Lining's adjustment is more in terms of finance, including some processes and store optimization. After the Beijing Olympics, Lining was hot for some time, and by the end of 2010, there was stock. The same thing, a product is ready, no, the whole series is done well, including human resources, business models, internal processes, including capital, cash and so on. From wholesale mode to retail management, this will involve products and channels, including supply chain and so on. Lining believes that Rome was not built in a day, and it involved a lot of energy in its internal operation. Retail orientation is simple, but behind it lies all the capabilities of modern business management and these technologies, including talent. More importantly, consumers yearn for and admire the brand.

What Lining is best at is Sports marketing 。

The gap between Lining and Nike brands lies in the value that brands bring to customers.

Brand marketing expert Ding Juchang in the "gold single product strategy detonating market 7F marketing mode", by comparing Nike and Lining's series of brand activities, found that Nike is in the world's most developed sports consumer market, the most developed commercial market, the most developed technology market, the most developed business management talent market, Nike has been consolidating the brand status, while Lining is busy with internal operation, ignoring the maintenance of brand status.

Lining's brand position has declined, and consumer choice has shifted to Nike and even domestic brands, Lining. Discount Be unavoidable.